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Online Baby Product Sales in the US - Market Research Report (2014-2029)

Brigette Thomas Brigette Thomas New York, United States Last Updated: July 2024 NAICS OD5695

Revenue

$12.8bn

2024

$12.8bn

Past 5-Year Growth

Profit

$XXX.Xm

Employees

8,670

Businesses

994

Wages

$XXX.Xm

Online Baby Product Sales in the US industry analysis

Online baby product sales retailers have benefited from rising incomes, as increasingly tech-savvy first-time parents can turn to online retailers to create baby registries, furnish nurseries and conveniently order everyday items. COVID-19's sudden shutdown of brick-and-mortar stores accelerated the rise of the digital economy, including online baby product retailers. Consumer behaviors quickly changed following COVID-19, especially for expectant families and first-time parents caring for newborns, who turned to online retailers in greater numbers and frequency. As the affects of COVID-19 faded, the industry returned to more stable growth rates, in line with more normal demand. In all, revenue is expected to increase at a CAGR of 11.5% over the past five years and is expected to total $12.8 billion in 2024, when revenue will increase an estimated 2.3%.

Trends and Insights

  • The popularity of e-commerce has skyrocketed over the past five years. Parents are shopping for baby products online in greater numbers and frequency than ever before. This trend was accelerated by social distancing regulations spurred by COVID-19.
  • Parents in their thirties will be a growing market for retailers. As the median age to have a first child pushes up, older first-time parents will spend more baby products.
  • Consumers are becoming less concerned about where online retailers are. Tech advances and shipping improvements allow parents to receive online orders quickly regardless of where they live.
  • Today’s parents support small, trendy baby brands. Small, independent baby brands use social media to develop loyal bases of repeat customers.
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Everything you need in one report

  • Reliable market estimates from 2014-2029
  • Competitive analysis, industry segmentation, financial benchmarks
  • Powerful SWOT, Porter’s Five Forces and risk management frameworks
  • Online membership platform with PDF, Word, Excel and PPT exports

Industry Overview

Market size and recent performance (2014-2029)

Industry revenue has grown at a CAGR of 11.5 % over the past five years, to reach an estimated $12.8bn in 2024.

Trends and Insights

E-commerce popularity accelerated revenue growth

  • Over the past five years, the trend of online shopping has grown exponentially, fueling the growth of the Online Baby Product Sales industry.
  • Additional trends and insights available with purchase
Online Baby Product Sales in the US
Revenue (2014-2029)
IBISWorld Logo Source: IBISWorld

Industry outlook (2024-2029)

Market size is projected to grow over the next five years.

Trends and Insights

Parents' rising willingness to spend on baby encourages new entrants

  • Subdued revenue growth won't translate to a slowdown in new entrants. A lucrative baby product market will encourage new retailers to enter the market to take advantage of parents willing to spend on more babies than ever, even as the birth rate continues to drop.

Biggest companies in the Online Baby Product Sales in the US

Company
Market Share (%)
2024
Revenue ($m)
2024
Profit ($m)
2024
Profit Margin (%)
2024
Amazon.Com, Inc.
4,270.9
309.5
7.2
Childrens Place, inc.
48.9
-2.5
-5.2

To view the market share and analysis for all 2 top companies in this industry, view purchase options.

Products & Services Segmentation

Online Baby Product Sales in the US
Products & Services
IBISWorld Logo Source: IBISWorld

Industry revenue is measured across several distinct product and services lines, including Baby gear (play pens, strollers, carriers, toys, monitors), Baby diapers and hygiene supplies and Baby clothing. Baby gear (play pens, strollers, carriers, toys, monitors) is the largest segment of the Online Baby Product Sales in the US.

Trends and Insights

Shortages force parents to pay skyrocketing costs for formula

  • Parents can purchase baby formula, food and nursing supplies (milk storage, nursing pumps) from online baby product retailers.
  • More insights available in the full report

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Competitors

  • Children's & Infants' Clothing Stores in the US
  • Department Stores in the US
  • Warehouse Clubs & Supercenters in the US

Complementors

  • Women’s, Girls’ and Infants’ Apparel Manufacturing in the US
  • Women's & Children's Apparel Wholesaling in the US

International industries

  • E-Commerce & Online Auctions in Canada
  • Toy Retailing in the UK
  • Baby & Infant Clothing Stores in the UK
  • Online Grocery Retailers in the UK
  • Baby Stores in China

View all industries in United States

Table of Contents

About this industry

Industry definition

This industry retails infant and toddler products on the internet. Industry products include diapers, clothing, shoes, feeding aids, strollers and furniture. Industry retailers purchase products for resale to consumers with no further development of the product.

What's included in this industry?

Baby gear (play pens, strollers, carriers, toys, monitors)Baby diapers and hygiene supplies Baby clothingBaby furniture (cribs, changing tables)Baby formula, food and nursing supplies

Companies

Amazon.Com, Inc.Childrens Place, inc.

Purchase this report to view all 2 major companies in this industry.

Related Terms

BRICK AND MORTARE-TAILERBROADBANDONLINE SHOPPING MALLS

Industry Code

NAICS 2017

NAICS 45411 - Online Baby Product Sales in the US

Performance

Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.

Analyst insights

The popularity of e-commerce has skyrocketed over the past five years. Parents are shopping for baby products online in greater numbers and frequency than ever before. This t...

In this chapter (4)

  • Current Performance
  • Outlook
  • Volatility
  • Life Cycle

Key metrics

  • Annual Revenue, Recent Growth, Forecast, Revenue Volatility
  • Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
  • Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
  • Total Profit, Profit Margin, Profit per Business

Charts

  • Revenue, including historical (2014-2023) and forecast (2024-2029)
  • Employees, including historical (2014-2023) and forecast (2024-2029)
  • Businesses, including historical (2014-2023) and forecast (2024-2029)
  • Profit, including historical (2014-2024)
  • Industry Volatility vs. Revenue Growth
  • Industry Life Cycle

Detailed analysis

  • Trends in supply, demand and current events that are driving current industry performance
  • Expected trends, economic factors and ongoing events that drive the industry's outlook
  • Key success factors for businesses to overcome volatility
  • How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.

Products and Markets

Learn about an industry's products and services, markets and trends in international trade.

Analyst insight

Parents in their thirties will be a growing market for retailers. As the median age to have a first child pushes up, older first-time parents will spend more baby products.

In this chapter

  • Products & Services
  • Major Markets

Key metrics

  • Largest market segment and value in 2024
  • Product innovation level

Charts

  • Products & services segmentation in 2024
  • Major market segmentation in 2024

Detailed analysis

  • Trends impacting the recent performance of the industry's various segments
  • Innovations in the industry's product or service offering, specialization or delivery method
  • Key factors that successful businesses consider in their offerings
  • Buying segments and key trends influencing demand for industry products and services

Geographic Breakdown

Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.

Analyst insights

Consumers are becoming less concerned about where online retailers are. Tech advances and shipping improvements allow parents to receive online orders quickly regardless of w...

In this chapter (1)

  • Business Locations

Charts

  • Share of revenue, establishment, wages and employment in each state
  • Share of population compared to establishments in each region in 2024

Tables

  • Number and share of establishments in each state in 2024
  • Number and share of revenue each state accounts for in 2024
  • Number and share of wages each state accounts for in 2024
  • Number and share of employees in each state in 2024

Detailed analysis

  • Geographic spread of the industry across North America, and trends associated with changes in the business landscape
  • Key success factors for businesses to use location to their advantage

Competitive Forces

Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.

Analyst insights

Today’s parents support small, trendy baby brands. Small, independent baby brands use social media to develop loyal bases of repeat customers.

In this chapter (4)

  • Concentration
  • Barriers to Entry
  • Substitutes
  • Buyer & Supplier Analysis

Key metrics

  • Industry concentration level
  • Industry competition level and trend
  • Barriers to entry level and trend
  • Substitutes level and trend
  • Buyer power level and trend
  • Supplier power level and trend

Charts

  • Market share concentration among the top 4 suppliers from 2019-2024
  • Supply chain including upstream supplying industries and downstream buying industries, flow chart

Detailed analysis

  • Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
  • Key success factors for businesses to manage the competitive environment of the industry.
  • Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
  • Key success factors for potential entrants to overcome barriers to entry.
  • Competitive threats from potential substitutes for the industry’s own products and services.
  • Key success factors for how successful businesses can compete with substitutes.
  • Advantages that buyers have to keep favorable purchasing conditions.
  • Advantages that suppliers have to maintain favorable selling conditions.
  • Key success factors for how businesses can navigate buyer and supplier power.

Companies

Learn about the performance of the top companies in the industry.

Analyst insights

Amazon is a baby product powerhouse. The mega retailer’s convenience, affordability and fast delivery times are invaluable to families expecting a child or caring for a new b...

In this chapter

  • Market Share Concentration
  • Companies
  • Company Spotlights

Charts

  • Industry market share by company in 2020 through 2024
  • Major companies in the industry, including market share, revenue, profit and profit margin in 2024
  • Overview of Amazon.Com, Inc.'s performance by revenue, market share and profit margin from 2018 through 2024
  • Overview of Childrens Place, inc.'s performance by revenue, market share and profit margin from 2018 through 2024

Detailed analysis

  • Description and key data for Amazon.Com, Inc., and factors influencing its performance in the industry
  • Description and key data for Childrens Place, inc., and factors influencing its performance in the industry

External Environment

Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.   

Analyst insights

Online baby product retailers are not subject to many industry specific regulations. However, they must adhere to all common labor and safety regulations and all relevant e-c...

In this chapter

  • External Drivers
  • Regulation & Policy
  • Assistance

Key metrics

  • Regulation & policy level and trend
  • Assistance level and trend

Charts

  • Regulation & Policy historical data and forecast (2014-2029) 
  • Assistance historical data and forecast (2014-2029) 

Detailed analysis

  • Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
  • Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
  • Key governmental and non-governmental groups or policies that may provide some relief for industry operators.

Financial Benchmarks

View average costs for industry operators and compare financial data against an industry's financial benchmarks over time. 

Analyst insights

Profit for the Online Baby Product Sales industry has decreased over the past five years. Rising purchase and wage costs, along with increased competition have pressured prof...

In this chapter

  • Cost Structure
  • Financial Ratios
  • Key Ratios

Key metrics

  • Profit margin, and how it compares to the sector-wide margin
  • Average wages, and how it compares to the sector-wide average wage
  • Largest cost component as a percentage of revenue
  • Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio

Charts

  • Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
  • Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
  • Investment vs. share of economy

Data tables

  • Industry Multiples (2017-2022)
  • Industry Tax Structure (2017-2022)
  • Income Statement (2017-2022)
  • Balance Sheet (2017-2022)
  • Liquidity Ratios (2017-2022)
  • Coverage Ratios (2017-2022)
  • Leverage Ratios  (2017-2022)
  • Operating Ratios (2017-2022)
  • Cash Flow & Debt Service Ratios (2014-2029)
  • Revenue per Employee (2014-2029)
  • Revenue per Enterprise (2014-2029)
  • Employees per Establishment (2014-2029)
  • Employees per Enterprise (2014-2029)
  • Average Wage (2014-2029)
  • Wages/Revenue (2014-2029)
  • Establishments per Enterprise (2014-2029)
  • IVA/Revenue (2014-2029)
  • Imports/Demand (2014-2029)
  • Exports/Revenue (2014-2029)

Detailed analysis

  • Trends in the cost component for industry operators and their impact on industry costs and profitability 

Key Statistics

Industry Data

Data Tables

Including values and annual change:

  • Revenue (2014-2029)
  • IVA (2014-2029)
  • Establishments (2014-2029)
  • Enterprises (2014-2029)
  • Employment (2014-2029)
  • Exports (2014-2029)
  • Imports (2014-2029)
  • Wages (2014-2029)

Methodology

How are IBISWorld reports created?

IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.

Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.

IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.

What data sources do IBISWorld analysts use?

Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.

Key data sources in the US include: 

  • US Census Bureau
  • US Bureau of Labor Statistics
  • US International Trade Commission

Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.

These sources include:

  • Industry and trade associations
  • Industry federations or regulators
  • Major industry players annual or quarterly filings

Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.

How does IBISWorld forecast its data?

IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.

IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.

Learn more about our methodology and data sourcing on the Help Center.

Frequently Asked Questions

Unlock comprehensive answers and precise data upon purchase. View purchase options.

What is the market size of the Online Baby Product Sales in the US industry in United States in 2024?

The market size of the Online Baby Product Sales in the US industry in United States is $12.8bn in 2024.

How many businesses are there in the Online Baby Product Sales in the US industry in 2024?

There are 994 businesses in the Online Baby Product Sales in the US industry in United States, which has grown at a CAGR of 13.9 % between 2019 and 2024.

Has the Online Baby Product Sales in the US industry in United States grown or declined over the past 5 years?

The market size of the Online Baby Product Sales in the US industry in United States has been growing at a CAGR of 11.5 % between 2019 and 2024.

What is the forecast growth of the Online Baby Product Sales in the US industry in United States over the next 5 years?

Over the next five years, the Online Baby Product Sales in the US industry in United States is expected to grow.

What are the biggest companies in the Online Baby Product Sales in the US market in United States?

The biggest companies operating in the Online Baby Product Sales market in United States are Amazon.Com, Inc. and Childrens Place, inc.

What does the Online Baby Product Sales in the US in United States include?

Baby gear (play pens, strollers, carriers, toys, monitors) and Baby diapers and hygiene supplies are part of the Online Baby Product Sales in the US industry.

Which companies have the highest market share in the Online Baby Product Sales in the US in United States?

The company holding the most market share in United States is Amazon.Com, Inc..

How competitive is the Online Baby Product Sales in the US industry in United States?

The level of competition is high and steady in the Online Baby Product Sales in the US industry in United States.